客家廣告及微電影文化符碼的建構研究;The Research on the Construction of Hakka Advertising and Microfilm Cultural Codes

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題名:	客家廣告及微電影文化符碼的建構研究;The Research on the Construction of Hakka Advertising and Microfilm Cultural Codes
作者:	陳莉婷;Chen, Li-Ting
貢獻者:	客家語文暨社會科學學系
關鍵詞:	客家廣告與微電影;敘事學;客家意象;客家女性;Hakka advertisement and microfilm;Narratology;Hakka image;Hakka women
日期:	2018-08-22
上傳時間:	2018-08-31 13:58:26 (UTC+8)
出版者:	國立中央大學
摘要:	自1980年代起，本土意識抬頭，客家文化的相關議題與研究，自1988年「還我母語」大遊行後才獲得重視，客家相關研究與書籍自此運動起，其數量也如雨後春筍般快速成長。政府真正開始重視客家文化的具體化做為，是從2001年行政院客家委員會的設立後開始，各級地方政府相繼設立負責客家事務之委員會與局處；在電視傳播方面，設立「客家電視臺」；學術方面，許多國立大學成立客家學院或客家文化研究所；而客家文化地位之確立、保存、推廣與實踐，在2010年《客家基本法》立法後得以實現。　　客家委員會為促進客家文化在臺灣深根，並扭轉一般民眾對客家文化的刻板印象，讓一般民眾更了解客家文化的內涵，結合了時下年輕人的生活方式，陸續拍攝多部微電影來形塑並詮釋客家文化。透過這些客家廣告及微電影所呈現的客家文化和客家意象，不但重新詮釋客家既有文化之意象，同時也再建構新的客家文化元素，翻轉負面形象，為客家意象注入新的活水。本研究即根據客家委員會所拍攝之客家廣告及微電影，並收集其他非政府部門之客家廣告及微電影，以敘事學視角分析客家廣告及微電影中，所傳達的客家元素和客家歷史記憶、文化意涵。　　本研究從這些客家廣告與微電影中可歸納出五點結論：首先，劇中所呈現之客家飲食可反映客家人原鄉的生活狀況，然而面對社會的快速變遷，客家飲食仍需不斷傳承、改良、研發具有客家元素的新客家美食，以永續保存客家飲食文化。此外，透過政府積極介入，並法制化保障客語地位，以解決語言隔閡、語言斷層兩大客語文化推廣的課題。最後，本研究發現桐花雖非客家文化意象之原始符碼，但在政府積極操作，並配合文化創意產業的發展，已成功操作成新的客家文化意象。 ;Since the 1980s, local consciousness has risen. The related issues and studies on Hakka culture have been paid attention since the "My Mother Language" parade in 1988. The amount of related Hakka studies and books have been growing up fast since then. The government has begun to pay attention to the specificization of Hakka culture since Hakka Committee of the Executive Yuan in 2001 was established, and local governments at all levels started to set up Hakka affair committees and bureaus. In terms of television communication, "Hakka TV Channel" was established. As for academics, many national universities have established Hakka or Hakka Culture Institutes. The establishment, preservation, promotion and practice of Hakka cultural status have been realized after the Hakka Basic Law was legislated in 2010. To promotes the Hakka culture in Taiwan, reverses the stereotypes of the Hakka culture,and allows the general public to better understand the connotation of Hakka culture, the Hakka Committee combines the lifestyles of young people nowadays, plasticizes and interprets Hakka culture by shooting several mircofilms. Through the Hakka culture and the images presented by microfilms, the Hakka Committee not only reinterprets the image of Hakka′s existing culture, but also constructs new Hakka cultural elements, reverses the negative image, and renews the image of Hakka. This study is based on Hakka advertisements and microfilms shot by the Hakka Committee, collects Hakka advertisements and microfilms from other non-government departments to analyze the Hakka elements, Hakka historical memories, and cultural implications conveyed in Hakka advertisements and micro-movies from a narrative perspective. The study can be summarized five conclusions from these Hakka advertisements and microfilms: First, the Hakka diet presented in the film reflects the living conditions of Hakka people in their hometown. However, in face of rapid social changes, Hakka diet still needs to be inherited, improved, and developed new Hakka cuisine with Hakka elements constantly to preserve Hakka food culture forever. Secondly, through the active involvement of the government and the legalization of the status of the Hakka language, the two major language cultures of language barriers and language faults will be solved. Third, Hakka women are closely integrated with the image of flowers and blue blouses. Fourth, the guest room, the mountain, and the temple are the elements that clearly represent the image of the Hakka space. Finally, the study found that Tong blossom is not the original symbol of Hakka cultural image, but it has been operated by the government and cooperated with the development of cultural creative industries, transformed into a new Hakka cultural image successfully.
顯示於類別:	[客家語文研究所] 博碩士論文

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